by Chris Noonan Sturm
- Close to the top of the organizational chart so it is not stifled by layers of corporate bureaucracy. By placing the department near the top of the organization, it answers to only a senior executive and can move quickly -- an absolute necessity if a company is to successfully exploit the Net for corporate benefit.
- Comprised of people from a variety of disciplines: content/editorial; Internet technology (hardware & software); marketing/public relations; database design; programming/scripting.
- Led by someone who can communicate to management the real-world benefits and drawbacks of Internet projects. The goal is not to sugarcoat problems, but to educate that the Net's positive long-term benefits will reveal themselves in time.
- Supplied with an independent budget and fiscally accountable -- but forgiven for occasional cost overruns.
- Mentored by someone at the top of the company who can advocate for its continued value and well being.
- Infused with a service sensibility -- provide a willing ear to any employee or department that sees a way the Internet can aid their work and meet business goals.